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What Customer Service Leaders Can Learn From YouTubers


Authored by Kayla Brehm
Published on August 31, 2015

Video is on the rise. Today’s younger generations look to the internet to find solutions for everything from how to bake a cupcake to how to change a tire. YouTube is the most popular video platform online, and with it comes a new kind of influencer. Channel owners and video hosts, or YouTubers, have excelled at establishing a brand and successfully connecting with their audience.

Their strategy? To connect and make a difference (even if it’s just by showing someone how to make a taco pizza). With over 1 billion users and a 50% increase per month in the number of hours people watching year over year, YouTube isn’t going anywhere. So how can customer service leaders get the same results? What can they learn from YouTubers to reach their audience and create promoters?

 


1. Take advantage of all platforms

Videos launch on YouTube, but promotion quickly expands to other social networks like Facebook, Twitter, and Instagram. It boils down to one thing:

Be where your audience is.

Customer service teams shouldn’t restrict themselves to just their helpdesk. Reach your customers in real time by expanding to social media. 67% of consumers have used a company’s social media site for help. Be there when they need you, where they need you.

If you don’t want to crowd your company’s existing Twitter, create a second account specifically for customer service.

Screen Shot 2016-03-09 at 12.43.30 PM

Bonus: Great social customer service is highly visible. When you give someone an amazing experience, all of their followers (and yours) will see it.

 

2. Be consistent

Successful YouTubers are transparent and consistent about their posting schedules. Grace Helbig, for example, lets her followers know to expect a new video every Monday, Wednesday and Friday. Whenever she’s late, she lets them know.

https://twitter.com/gracehelbig/status/700818005098373120

https://twitter.com/gracehelbig/status/697221810077753344

Similarly, (though not a YouTube-specific channel) Buzzfeed’s weekly video series “Whine About It” sticks to a strict Wednesday afternoon schedule. And fans count down every time.

Customer service teams should hold the same standard when responding to issues and tickets. Work together internally to decide the absolutely longest you should go before responding to a ticket. It’s also important to consider the channel. Tickets sent in via email may take longer to respond to than Twitter, for example.

 

3. Engage

Michelle Phan, one of YouTube’s most successful beauty hosts, credits fan engagement for her success.

“Michelle often releases vlog-style videos in which she answers questions from fans and provides updates on her makeup line and personal life. When she interacts with fans and asks for their questions or input, likes and comments increase 5–10x.” (source)

Grace Helbig takes a similar approach. No matter the platform, she makes sure her fans know she appreciates them in her own quirky way.

Customer service teams can easily step up customer engagement. Did someone compliment your recent service interaction? Say thanks!

https://twitter.com/bonobosninjas/status/704726868646240256

 

4. Ask for feedback, and use it

One of my favorite fitness YouTubers, Cassey Ho, asks her followers for feedback on everything from video topics to the music she plays during each workout. She incorporates all of the information into her new videos so viewers get an even better, more personal experience.

Customer service leaders should invest in using customer satisfaction surveys after each transaction. Surveys give you a unique insight into the customers mind. How did your agent handle the live chat session? How does the customer like your product? What could have been done better? Any data is good data.

  • NPS (Net Promoter Score): Measures overall feeling of customers relationship with brand/ company by asking how likely they are to recommend them to a friend or family member.
  • CSAT (Customer Satisfaction Score): Measures how satisfied the customer was with the interaction
  • CES (Customer Effort Score): Measures efficiency of transaction/ interaction by asking how much effort the customer put forth to solve the issue

Choose the survey(s) right for you and work towards improving the customer experience.

 

5. Know Your Audience

Most YouTubers succeed because they have established a clear path in their individual programs. They know their subscribers like the back of their hand and understand what they want to see next.

Customer service teams should also understand what makes the customer tick. Who is the ideal customer?

  • Do they prefer Mac or PC?
  • What car would they drive?
  • Do they understand current trends?

It’s important to ask yourself these questions so you really understand how to respond to each ticket.

The key takeaway for customer service leaders is to think outside of the box. Be creative! YouTubers are always looking for new and exciting ways to reach their audiences, so why can’t you? Visit the platform for a little research (and maybe have a laugh or two).

   




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